{"id":127114,"date":"2025-09-03T12:20:06","date_gmt":"2025-09-03T10:20:06","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=127114"},"modified":"2025-09-03T12:20:08","modified_gmt":"2025-09-03T10:20:08","slug":"mcdonalds-et-levis-mettent-en-garde-contre-le-sentiment-anti-americain-des-consommateurs","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/mcdonalds-et-levis-mettent-en-garde-contre-le-sentiment-anti-americain-des-consommateurs\/","title":{"rendered":"McDonald’s et Levi’s mettent en garde contre le sentiment anti-am\u00e9ricain des consommateurs"},"content":{"rendered":"\n

Deux entreprises am\u00e9ricaines embl\u00e9matiques voient les consommateurs ailleurs dans le monde se d\u00e9tourner de plus en plus des marques am\u00e9ricaines au profit d’acteurs locaux. Cela pourrait \u00eatre le r\u00e9sultat des politiques du pr\u00e9sident Trump.<\/p>\n\n\n\n

\u00ab\u00a0La r\u00e9putation s’est ternie\u00a0\u00bb<\/h2>\n\n\n\n

Dans un r\u00e9cent rapport strat\u00e9gique, la branche britannique de la marque am\u00e9ricaine de jeans Levi<\/strong> ‘s a cit\u00e9 un nouveau risque potentiel pour son activit\u00e9 : la mont\u00e9e du sentiment anti-am\u00e9ricain. Ce sentiment, issu des tarifs d’importation de Trump et d’autres politiques du gouvernement am\u00e9ricain, pourrait conduire \u00e0 un changement de pr\u00e9f\u00e9rence des consommateurs<\/a>, qui d\u00e9laisseraient les marques am\u00e9ricaines au profit de produits nationaux ou europ\u00e9ens. Un impact imm\u00e9diat sur les chiffres n’est d’ailleurs pas encore perceptible : le rapport semble vouloir anticiper d’\u00e9ventuels changements dans le comportement des consommateurs \u00e0 l’avenir.<\/p>\n\n\n\n

Chris Kempczinsky, le directeur g\u00e9n\u00e9ral de la cha\u00eene de restauration rapide McDonald’<\/strong>s, a fait part hier d’un message similaire. La r\u00e9putation des marques am\u00e9ricaines s’est quelque peu ternie, a-t-il d\u00e9clar\u00e9 dans une interview accord\u00e9e \u00e0 CNBC<\/a>. L’entreprise s’appuie pour cela sur des \u00e9tudes de consommation. Pour l’instant, les consommateurs n’ont pas encore modifi\u00e9 leur opinion sur la cha\u00eene de hamburgers, qui op\u00e8re dans plus de 100 pays \u00e0 travers le monde, a-t-il ajout\u00e9. McDonald’s souhaite continuer \u00e0 se concentrer sur le renforcement de l’identit\u00e9 de sa marque.<\/p>\n\n\n\n

Les pr\u00e9occupations de Levi’s et de McDonald’s ne sont pas uniques. Les politiques commerciales agressives de l’administration Trump ont suscit\u00e9 des r\u00e9actions dans le monde entier, les consommateurs de pays comme le Canada et l’Inde commen\u00e7ant \u00e0 boycotter les produits am\u00e9ricains au profit d’alternatives locales.<\/p>\n","protected":false},"excerpt":{"rendered":"

Deux entreprises am\u00e9ricaines embl\u00e9matiques voient les consommateurs ailleurs dans le monde se d\u00e9tourner de plus en plus des marques am\u00e9ricaines au profit d’acteurs locaux. Il pourrait s’agir d’une cons\u00e9quence des politiques du pr\u00e9sident Trump. <\/p>\n","protected":false},"author":3,"featured_media":127115,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15,25],"tags":[],"people":[],"extra":[],"company":[1446,265],"topic":[488],"region":[446],"class_list":["post-127114","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-general","company-levi-strauss","company-mcdonalds","topic-marketing","region-etats-unis-2"],"acf":[],"yoast_head":"\nMcDonald's et Levi's mettent en garde contre le sentiment anti-am\u00e9ricain des consommateurs - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Deux entreprises am\u00e9ricaines embl\u00e9matiques voient les consommateurs ailleurs dans le monde se 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